General Mills rolls out Fibre One red velvet cake bars

The latest addition to the cake bar line is made with layers of light chocolatey cake, creamy filling and delicate icing, topped with Red Velvet crunchy sprinkles.

It follows a £700,000 summer marketing campaign, which included TV, VOD and influencer activity, to drive greater awareness of the brand, it said.

The bars, which are sold in a pack of four and priced at £2.89, have launched exclusively at Tesco, and will roll out to other retailers next year.

“Red Velvet is a flavour that has grown in popularity across the world, so it made sense for us to bring it into the range,” said Kat Jones, marketing manager, ice cream and snacking at General Mills.

“Our target audience of weight managers are seeking variety in their diet, so that watching what they eat doesn’t have to be boring. Adding this new, indulgent flavour gives them more options for a tasty after-dinner treat, or any time they’re craving one, without the guilt.”